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E-reputation : contexte, outils, stratégie et contenus

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Gérer l'e-reputation de votre entreprise sur Internet

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E-reputation : contexte, outils, stratégie et contenus

  1. 1. DKOOP SPRL @vansnickEmarketing Conseils Formations Stratégie Analyse E-REPUTATION http://dkoop.be http://facebook.com/dkoop.be
  2. 2. Régis VANSNICK Contexte Outils Stratégie Contenus CriseOn parle de Chacun Confiance Eréputation votre diffuse des dans les Défintion marque informations amis + pairs de la CNIL
  3. 3. E-REPUTATION Contexte Outils Stratégie Contenus Crise Que dit Google de votre marque ?Microsoft sucks !!
  4. 4. E-REPUTATIONContexte Outils Stratégie Contenus Crise 1988 : 1997 :Joe Simpson Jon Krakauer Que dit Amazon de vos produits ?
  5. 5. E-REPUTATIONContexte Outils Stratégie Contenus Crise
  6. 6. E-REPUTATIONContexte Outils Stratégie Contenus Crise
  7. 7. E-REPUTATIONContexte Outils Stratégie Contenus Crise
  8. 8. E-REPUTATIONContexte Outils Stratégie Contenus Crise
  9. 9. E-REPUTATIONContexte Outils Stratégie Contenus Crise ·    88%  des  utilisateurs  de  tripadvisor  déclarent   que  le  site  a  in%luencé  leur  choix  de  destination   de  voyage   ·    37%  consultent  systématiquement  le  site   avant  chaque  décision  de  voyage ·    82%  attachent  plus  dimportance  aux  avis  des   Que dit autres  internautes  quà  la  description  ofEicielle   dun  hôtelTripAdvisor ·    58%  pensent  que  le  fait  quun  hôtelier  ou   de votre fournisseur  de  voyage  réponde  à  un  avis  de   voyageur  le  rend  plus  crédible  et  le  fait   hotel ? bénéEicier  dun  à  priori  favorable   (source  :  compete.com)  data  09/2009
  10. 10. E-REPUTATION Contexte Outils Stratégie Contenus Crise Chaqueinternaute est devenu un média
  11. 11. E-REPUTATION Contexte Outils Stratégie Contenus CriseInternautes Réseaux sociaux parlent desmarques sur : Youtube Blogs Sites E-commerce
  12. 12. E-REPUTATION Contexte Outils Stratégie Contenus Crise Les avis deconsommateurssont importants pour 71 % des acheteurs
  13. 13. E-REPUTATIONContexte Outils Stratégie Contenus Crise
  14. 14. E-REPUTATION Contexte Outils Stratégie Contenus Crise 92%font confiance aux recos d’ «amis» http://www.nielsen.com/us/en/newswire/2012/consumer-trust-in-online-social-and-mobile-advertising-grows.html
  15. 15. E-REPUTATIONContexte Outils Stratégie Contenus Crise Image numérique dune entreprise sur Internet. Tout ce qui concerne cette entreprise Mis en ligne sur : • les réseaux sociaux • les blogs • les plateformes de partage de vidéos. http://www.cnil.fr/la-­‐cnil/nos-­‐deEis/innovation-­‐et-­‐expertise/actualite-­‐expertise/article/les-­‐entreprises-­‐de-­‐reputation-­‐en-­‐questions/
  16. 16. E-REPUTATION Contexte Outils Stratégie Contenus ExemplesCONTENUS PARTAGES CURATION DIALOGUE
  17. 17. E-REPUTATION Contexte Outils Stratégie Contenus ExemplesLa création de contenus dope votre référencement
  18. 18. E-REPUTATION Contexte Outils Stratégie Contenus ExemplesLa création de contenus démontre votre expertise
  19. 19. E-REPUTATIONContexte Outils Stratégie Contenus Exemples La création de contenus suscite les partages
  20. 20. E-REPUTATIONContexte Outils Stratégie Contenus ExemplesLe partage de documents permet l’intégration
  21. 21. E-REPUTATION Contexte Outils Stratégie Contenus ExemplesLe partage de documents favorise le Earned Media
  22. 22. E-REPUTATIONContexte Outils Stratégie Contenus ExemplesLe partage de documents visuels est à favoriser
  23. 23. E-REPUTATIONContexte Outils Stratégie Contenus Exemples Les partages de vos contenus = Earned Media
  24. 24. E-REPUTATIONContexte Outils Stratégie Contenus ExemplesLes partages de vos contenus = source de trafic
  25. 25. E-REPUTATIONContexte Outils Stratégie Contenus Exemples Les partages de vos contenus = Indicateur
  26. 26. E-REPUTATIONContexte Outils Stratégie Contenus Exemples
  27. 27. E-REPUTATIONContexte Outils Stratégie Contenus Exemples
  28. 28. E-REPUTATIONContexte Outils Stratégie Contenus Exemples
  29. 29. E-REPUTATIONContexte Outils Stratégie Contenus ExemplesRisque Présence Objectifs Mesured’être multiple et etabsent requise Stratégie suivi
  30. 30. E-REPUTATION Contexte Outils Stratégie Contenus ExemplesCommunity Management catastrophique
  31. 31. E-REPUTATIONContexte Outils Stratégie Contenus Exemples http://www.lavenir.net/article/detail.aspx?articleid=DMF20130315_00282692
  32. 32. E-REPUTATIONContexte Outils Stratégie Contenus Exemples
  33. 33. E-REPUTATIONContexte Outils Stratégie Contenus Exemples Grâce à sa présence sur les médias sociaux Zappos contrôle presque tous les résultats de la 1ère page de Google !!
  34. 34. E-REPUTATION Contexte Outils Stratégie Contenus Exemples Un objectif est : l’expression d’une ACTION orientée vers un RESULTATIl doit donc être exprimé avec • des termes positifs • exprimant l’action
  35. 35. E-REPUTATION Contexte Outils Stratégie Contenus Exemples EGIE TR ATSCoordonner des actionsManœuvrer habilement Atteindre un but 
  36. 36. E-REPUTATIONContexte Outils Stratégie Contenus ExemplesSPECIFIQUE Exprimé de façon chiffrée
  37. 37. E-REPUTATIONContexte Outils Stratégie Contenus ExemplesSPECIFIQUE Accès à des donnéesMESURABLE chiffrées
  38. 38. E-REPUTATIONContexte Outils Stratégie Contenus ExemplesSPECIFIQUE Avoir les ressources àMESURABLE dispositionATTEIGNABLE
  39. 39. E-REPUTATIONContexte Outils Stratégie Contenus ExemplesSPECIFIQUE Possibilité d’atteindreMESURABLE l’objectifATTEIGNABLEREALISTE
  40. 40. E-REPUTATIONContexte Outils Stratégie Contenus ExemplesSPECIFIQUE Exprimé de façonMESURABLE chiffréeATTEIGNABLEREALISTETEMPOREL
  41. 41. E-REPUTATIONContexte Outils Stratégie Contenus ExemplesSPECIFIQUE SMESURABLE MATTEIGNABLE AREALISTE RTEMPOREL T
  42. 42. E-REPUTATIONContexte Outils Stratégie Contenus Exemples
  43. 43. E-REPUTATION Contexte Outils Stratégie Contenus Exemples Ebooks, Billets Contenus EmergenceTutoriels, de visuels en de la ... blog tête vidéo
  44. 44. E-REPUTATIONContexte Outils Stratégie Contenus Exemples Ebook, Tutoriel = earned media =notoriété
  45. 45. E-REPUTATIONContexte Outils Stratégie Contenus Exemples Blog = plus de trafic =notoriété http://g1site.com/le-blogging-premiere-source-daugmentation-de-traffic/
  46. 46. E-REPUTATIONContexte Outils Stratégie Contenus Exemples Photos = plus departages =visibilité
  47. 47. E-REPUTATIONContexte Outils Stratégie Contenus Exemples http://techwelkin.com/latest-youtube-fact-and-statistics-infographic
  48. 48. E-REPUTATION Contexte Outils Stratégie Contenus Exemples Réponse Réponse Réparationadaptée à inadaptée à d’uneune erreur la crise réputation
  49. 49. E-REPUTATIONContexte Outils Stratégie Contenus Exemples
  50. 50. E-REPUTATIONContexte Outils Stratégie Contenus Exemples
  51. 51. E-REPUTATIONContexte Outils Stratégie Contenus Exemples http://bigbrowser.blog.lemonde.fr/2013/02/20/lessivage-comment-findus-tente-de-redorer-sa-e-reputation/
  52. 52. E-REPUTATIONContexte Outils Stratégie Contenus Exemples
  53. 53. E-REPUTATIONContexte Outils Stratégie Contenus Exemples Contexte• Peu présence (CP)• SERP : Avis négatifs• Meilleure qualité des services http://www.mycommunitymanager.fr/etude-de-cas-comment-reprendre-le-controle-de-son-e-reputation/
  54. 54. E-REPUTATION Contexte Outils Stratégie Contenus Exemples Objectifs #1• Établir le dialogue avec les internautes• Se montrer présent sur le web http://www.mycommunitymanager.fr/etude-de-cas-comment-reprendre-le-controle-de-son-e-reputation/
  55. 55. E-REPUTATIONContexte Outils Stratégie Contenus Exemples Objectifs #2•Mettre en place une veille•Réagir dès la publication http://www.mycommunitymanager.fr/etude-de-cas-comment-reprendre-le-controle-de-son-e-reputation/
  56. 56. E-REPUTATIONContexte Outils Stratégie Contenus Exemples Objectifs #3• Stratégie de contenus• Indexation des contenus officiels http://www.mycommunitymanager.fr/etude-de-cas-comment-reprendre-le-controle-de-son-e-reputation/
  57. 57. E-REPUTATION Contexte Outils Stratégie Contenus Exemples Objectifs #4• Faire supprimer certains messages(obsolètes, diffamatoires ou dénigrants) http://www.mycommunitymanager.fr/etude-de-cas-comment-reprendre-le-controle-de-son-e-reputation/
  58. 58. E-REPUTATIONContexte Outils Stratégie Contenus Exemples Solutions #1 Engagement d’un Community Manager http://www.mycommunitymanager.fr/etude-de-cas-comment-reprendre-le-controle-de-son-e-reputation/
  59. 59. E-REPUTATIONContexte Outils Stratégie Contenus Exemples Solutions #2 Choix d’un solution de veille http://www.mycommunitymanager.fr/etude-de-cas-comment-reprendre-le-controle-de-son-e-reputation/
  60. 60. E-REPUTATIONContexte Outils Stratégie Contenus Exemples Solutions #3 Mise en place de process pour répondre http://www.mycommunitymanager.fr/etude-de-cas-comment-reprendre-le-controle-de-son-e-reputation/
  61. 61. E-REPUTATIONContexte Outils Stratégie Contenus Exemples Solutions #4 Retrait des propos diffamants/dénigrants http://www.mycommunitymanager.fr/etude-de-cas-comment-reprendre-le-controle-de-son-e-reputation/
  62. 62. E-REPUTATIONContexte Outils Stratégie Contenus Exemples Solutions #5 Stratégie de création de contenus http://www.mycommunitymanager.fr/etude-de-cas-comment-reprendre-le-controle-de-son-e-reputation/
  63. 63. DKOOP SPRL @vansnickEmarketing Conseils Formations Stratégie MERCI http://dkoop.be http://facebook.com/dkoop.be

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